When we did a poll on this subject a year and a half ago, it turned out that about 40% used MC for audio only.
About 32% were using MC for audio, video, and images, and another 10% were using it for "all four", which would include documents.
I participated in that poll. If I read your numbers correctly then at leat 82% are using MC for audio. 40% are exclusive audio (a significant portion) 32% are using audio, video and images, (40% + 32% = 72%) and 10% are using all 4 (72% + 10% for a total of 82%). Assuming that the remaining 18% are not using it for audio at all says that only 60% (18% + 32% + 10%) are using the other 3 features. 22% differential is a huge difference. The key question becomes what percentage of users answered the poll? What percentage bought MC for those features that without them they
would not have purchased MC at all? What about your jukebox software? I assume that they are entirely audio and if you gave them features that they want in MC then wouldn't they upgrade to MC? The key question is how do you keep your existing clients happy (your bread and butter business) then go after new markets.
Think about it another way, those of us who have been using MC for awhile have fewer questions demanding staff time and we also help others with solutions on the board. It cost less to service an existing customer than it does a new one. What is your cost to bring a new client on board vs taking care of old farts like me?
In a past life, I worked with several political pollsters in Washington DC. What I learned from them is the key to any poll is how you ask the question. There are a number of good survey companies that could help structure a poll (inexpensively) that would be a real asset in your decision making process on how to prioritize and allocate your resources to get the greatest return on your investment. I would be happy to pay full price for an upgrade if you can give me tangible benefits. At some point, I will use MC in a media center PC but that is not my priority. If everything goes to HD 1080p or higher that chews up enormous disk space and until the format issues are settled I am not investing in video at all. Why waste money on DVD's when everything is being converted to HD and why waste any money on HD that isn't 1080p? So much of the stuff being offered as HD isn't 1080p.
IF MC is the best program available for audio then I know your commitment will be there for video as well. Take care of your core product, audio, first. I don't want to tell you how to run your business but I am telling you what will make me a happy customer that will make me want tot continue to recommend your product to everyone I know and meet, as well as, continue to support JRiver by buying upgrades. I want you to be around so I can also buy release 531.